The study analyses how youth perceive social media Influencers and whether they affect their purchasing intentions and buying decisions. It also measure s influencers' attractiveness, expertise, and trustworthiness while communicating with consumers. In addition, the study explores the types of digital interaction with influencers, measures the impact of their online marketing activities on purchasing intentions, and finds differences between youth demographic segments. A total of 350 youth participants in the United Arab Emirates (UAE) completed an online survey evaluating influencers' characteristics, promotional videos, types of youth interaction with their content, and their impacts on purchasing intentions. The findings show that youth in UAE consider that influencers have positive personal appeals, traits, and information support to attract their followers and encourage them to purchase. Furthermore, the results reveal that influencers push youth to search for more information about the products and visit marketers' websites. Influencers' social media activities also affect youth's interests, desires, and purchase intentions by helping them assess the products.
Despite the immense educational challenges during the Covid-19 outbreak, the role of ICT in education proved highly beneficial. The use of web-based Learning and Digital Library dependency remarkably increased, resulting in sustaining academic activities. The current research examined Digital Library usage and its impacts on students' educational activities and reading habits due to the recent healthcare crisis and closure of standard libraries in Pakistan. The researchers adopted a cross-sectional study design and distributed n= 230 closed-ended questionnaires among the public sector universities' students in the Twin Cities. The data is manipulated, coded, and analyzed through Structural Equation Modelling using IBM AMOS Version 23. Results revealed a robust and significant relationship between Digital Library Acceptance, Dependency, Sustaining Educational Activities, and Improved Reading Habits during the Covid-19 pandemic. However, the results explicitly rejected the intervening role of Prior Experience on Digital Library Dependency and Improved Reading Habits. Findings also highlighted the role of Digital Libraries as a fundamental part of the crisis management system. Thus, this investigation recommends more investigations to discuss the other positive aspects of Digital Libraries, especially during emergencies, to cope with the potential educational challenges and barriers.
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